Jun - Sept 2020
Designed system of illustrations for TAMx Studio to build on the brand assets.
TAMx is an innovation and service design studio based in Riyadh, Saudi Arabia. It was established in early 2020 to design and develop simple, engaging, and impactful experiences. TAMx services includes Research Design, Innovation Management, Service Design, Open Innovation, Intervention Design, and Capability Building.
The TAMx People Library was created to build an editable, scalable, and flexible illustration system that reflects TAMx’s human-centered values and inclusive community. Designed with diversity and adaptability in mind, the illustration library provides assets that can be easily used across TAMx’s digital channels, client proposals, and design artifacts — supporting consistent storytelling and brand identity.
After establishing the TAMx brand, the team faced inconsistency in the use of visual assets, especially illustrations, across different projects and materials. Team members — often non-designers — needed a simple, adaptable way to maintain brand consistency in proposals, workshops, PowerPoints, social media, and the website.
A flexible, easy-to-use illustration system was essential to unify the brand’s visual language while empowering everyone in the organization to create aligned, professional work.
Primary: TAMx internal teams (consultants, project managers, designers, marketing teams)
Secondary: External audiences experiencing TAMx’s materials (clients, partners, workshop participants) indirectly through the brand’s communications.
Build a complete People Illustration Library:
How might we create an editable, flexible, and culturally relevant illustration library that empowers the TAMx team to maintain brand consistency across all channels — while making it easy for anyone, regardless of design skills, to customize and use?
Established the visual direction by drawing inspiration from the TAMx color palette, selecting three signature gradients to make illustrations stand out against solid brand elements. Skin tone palettes were defined with diverse shades to represent the inclusivity central to the People Library.
Designed illustration styles based on three usage contexts: Primary (Digital), Secondary (Printed), and Grayscale. These style guides ensured consistency across all projects, while maintaining flexibility for different mediums and formats.
Designed three localized lead characters — Saud, May, and Anoud — each representing TAMx’s Saudi identity. Two versions (default and alternative) were created for each main character to offer greater flexibility when building scenes.
Expanded character options by designing multiple gradient-based versions for each main character, allowing more creative combinations and adaptability for various storytelling needs.
Deconstructed characters into modular skeletons and elements (poses, expressions, motions) to enable quick customization. This modular system allowed the TAMx team to craft diverse narratives and scenarios while maintaining brand consistency.
Created scene templates combining characters, environments, and objects focused on themes like service design, innovation, and teamwork — allowing the TAMx team to easily plug illustrations into their work with minimal adjustments.
The new illustration library was integrated into the TAMx website to reflect brand identity, showcase Saudi culture, and bring a human-centered visual layer to the user experience.
Illustrations from the library were used across TAMx’s social media platforms — X (formerly Twitter), LinkedIn, Instagram, and Snapchat — reinforcing a consistent brand voice and visual identity rooted in innovation, service design, and human-centered values.
Customer support operations were fragmented across workflows, tools, and teams—leading to inconsistent resolution, operational inefficiencies, and poor customer experience. This project focused on defining a structured roadmap to align support as a scalable, high-impact service.
Facilitated cross-functional workshops to deconstruct how support operates across user journeys. Transformed fragmented, tribal knowledge into a structured system of root causes, decision logic, and resolution flows, revealing gaps between product experience and operational reality.
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